Amazon adds Shop tab to X‑Ray and a Lens-powered Shop the Scene to make TV shoppable

The useful part

Amazon makes it easier to buy what you see on Prime Video | TechCrunch –:–:–:– Last day to exhibit your breakthrough to 10,000+ tech leaders at Disrupt is on Oct 2. Amazon Media & Entertainment Amazon makes it easier to buy what you see on Prime Video Sarah Perez 11:10 AM PDT · September 10, 2026 Amazon is going to make it easier to shop when you're watching TV. It will also introduce a new way to "shop the scene" using Amazon's Lens technology, along with other updates.

How it works

• The changes follow last year's launch of "Shop the Show," a second-screen shopping experience available through the Amazon mobile shopping app.
• Amazon joins a number of services that are working to integrate shopping suggestions into the viewing experience to create an additional revenue stream.
• You'll then be able to visit the new Shop tab that will showcase products related to what you're watching.
• Instead of requiring users to enter the "shop the show" search request, they can just open the Amazon Shopping app while watching a movie or show and be taken to that title's storefront.
• Amazon They can then tap the image to have Amazon's visual search technology, Amazon Lens, identify other products inspired by the characters' outfits, home decor, and other items appearing in the scene.

What to take from it

These new features will make the product recommendations more prominent and easier to access. YouTube has long offered creators a merch shelf to hawk their products and offers shoppable connected TV ads. Peacock in 2023 added a Must ShopTV feature that lets viewers buy products that appeared in its content.

Example or evidence

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• To shop via Amazon's X-Ray, you'd launch the X-Ray experience as usual by pressing up on the Fire TV remote.
• To make a purchase, you would then open the Amazon Shopping app, which recognizes what's playing and drops you into a feed synced to that moment, where you can browse the products you like.

Details worth keeping

Get your pass and bring someone with you at 50% off. The retail giant on Thursday announced a series of new features that will allow customers to discover products across thousands of Prime Video titles through integrations with its existing X-Ray experience, which today displays real-time actor bios, character names, soundtrack music, and more. Instead of interrupting your viewing experience or displaying product information on-screen, this feature would take you to products tied to a given movie, show, or live sports event when you typed "shop the show" into the Amazon Search app.

Related coverage

• Fortune: Amazon's new Prime Video feature uses AI to help viewers shop for products that look like what they see on screen.
• Techmeme: Sarah Perez / TechCrunch: Amazon adds a Shop tab to Prime Video's X-Ray feature for related products while watching shows, and Shop the Scene powered by Amazon Lens in the Shopping app — Amazon is going to...
• Apple: Watch movies, TV shows, live programming, and sports including Amazon MGM Studios-produced series and movies Road House, The Lord of the Rings: The Rings of Power, Fallout, Reacher, The Boys, and The Idea...
• Techcrunch: Prime Video is adding on-demand local and national news clips as Amazon joins other streamers experimenting with short-form video to capture younger viewers.